Content im Business-to-Business: Manchmal ist weniger mehr

b2b_anlagenbau._blog

Bei der Vielzahl der zukunftsweisenden B-to-B-Marketingstrategien, mit denen Unternehmen der Investitionsgüterindustrie aktuell konfrontiert werden, bleibt es schwer die Übersicht zu bewahren. Da wird der B-to-B-Vertrieb und -Verkauf mit Inbound Marketing revolutioniert, das Lead Management größtenteils automatisiert, und der Wunschkunde an diversen Touchpoints mit hochattraktivem Content gebunden und zur Vertriebsreife entwickelt. Soweit so gut. Zu Recht bahnen sich digitalgetriebene Marketing- und Vertriebslösungen im Business 4.0 ihren Weg. Kaum ein Unternehmen, das sich nicht interessiert mit ihnen auseinandersetzt. Dabei stoßen die infrastrukturellen Möglichkeiten der digitalen Kommunikationskanäle auf weniger Vorbehalte, als der stete Ruf nach attraktivem Content.

Anders als im Konsumentengeschäft bleiben B-to-B-Inhalte oft technik- oder prozessgeprägt, komplex und vielfach nur für den Experten wirklich spannend. Die Innovationszyklen in vielen Bereichen des Maschinen- und Anlagenbaus bieten wenig Tagesaktuelles. Eine hochgetaktete Themenfindung und Informationsaufbereitung stoßen selbst bei vielen größeren Unternehmen an Grenzen. Wo sollen sie herkommen die interessanten, fesselnden und vor allem zur Marke passenden Inhalte in Wort, Bild oder Video?

Persönlicher Kontakt bleibt essentiell

Nach wie vor basieren bei B-to-B-Unternehmen Marketing und Vertrieb auf dem direkten persönlichen Kontakt mit einer häufig überschaubaren Kundengruppe. Messen, Kundenpräsentationen und Printinformationen sind noch immer wesentliche Instrumente zum Beziehungsaufbau und zur -pflege. Unter diesen Voraussetzungen fragen sich viele Unternehmen weiterhin, ob es womöglich nicht effizienter sei, auf Content-Marketing und Social Media zu verzichten und Offline-Strategien zu stärken.
Doch es besteht keine Veranlassung, aufgrund vermeintlich unzureichenden Contents die digitale Kommunikation zu vernachlässigen. Denn es gibt diese zielführenden Inhalte – nur sollte grundsätzlich gerade bei komplexen Technologiethemen der Aufwand eher in die durchdachte, attraktive Aufbereitung fließen.

Drei Content-Trends kommen dabei den Spezifika des B-to-B-Geschäfts besonders entgegen Interaktivität, Personalisierung und Weiterverwendbarkeit.

  • Auf Interaktivität getrimmte Inhalte (z. B. Rechner-Apps oder Umfragen) involvieren den Kunden und erleichtern die Kontaktaufnahme. Gerade bei einer überschaubaren Kundengruppe lohnt es sich, Content in diese Richtung zu entwickeln.
  • Dies gilt auch für seine Personalisierung. Moderne Marketing-Tools aber auch die Insights des Vertriebs helfen die Bedürfnisse der Zielkunden genau zu bestimmen. Dadurch wird es möglich, immer direkter auf ihre individuellen Informationsmomente einzugehen. So macht ein spezielles, digital aufbereitetes Whitepaper für vielleicht nur wenige Kunden immer Sinn, wenn dahinter entsprechende Auftragsbudgets warten.
  • Ein weiterer Aspekt ist wie die Wiederverwertbarkeit. Auch hier bieten sich gerade im B-to-B-Bereich viele Gelegenheiten, Premium-Content, der entsprechend zeit- und ressourcenintensiv aufbereitet wurde, vorzuhalten und weiter zu verwenden. Hierbei müssen nicht nur die Online-Kanäle eine Rolle spielen. Nutzbare Verkaufsumgebungen existieren zuhauf. So können interaktive Inhalte nicht nur auf den Touchscreens von Messeständen sondern auch in Vertriebspräsentationen oder als nützliche Smartphone-Tools genutzt werden.

Content im B-to-B sollte nicht Gefahr laufen, sich bedingungslos dem Informationsrhythmus des Internets unterzuordnen. Aufmerksamkeit ist ein knappes Gut, das sich nur mit hochwertigen und zielgruppengerechten Inhalten erwerben lässt.

Content im Business-to-Business: Manchmal ist weniger mehr

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